The P&G Fabric Care team invited 18 influential mom bloggers out to Cincinnati for an event at Procter & Gamble headquarters, called “Fabric Care University.” This event gave influencers a behind-the-scenes look at the science that goes into making Tide and Downy leaders in the laundry category.
The event kicked off on Monday afternoon with a trip to the P&G archives, where the bloggers were taken on an exclusive tour to learn about the history of the company and see fascinating artifacts such as old Tide bottles and even a lock of John Wayne’s hair! After the tour, everyone was invited to the Weston Art Gallery for an exciting night of style and innovation hosted by Tide spokesperson Tim Gunn!
Although the bloggers knew in advance that they would be receiving the opportunity to spend the night socializing with Tim, they were surprised with a Project Runway-esque activity in which they had to split up into groups and turn a plain white t-shirt into a runway-ready piece! Everyone had a fantastic time using their creativity to come up with a design that would impress Tim, but in the end only one group won the title of “Most Innovative.” Katie from Domestic Debacle, Daniel from Consumer Queen, Lori from Tip Junkie, and Nirasha from Mommy Niri took home coveted the prize. As this challenge concluded, Tim invited the bloggers to an intimate cocktail reception perfect for relationship building with Brand, ER and DVPR.
While Monday night’s activities provided the opportunity to have a good time and form new friendships, Tuesday was where the learning at Fabric Care University really began. The bloggers spent the day at P&G’s Ivorydale Technical Center’s Millennium Building, where attendees participated in R&D led classes, demonstrations, and lab tours all designed to educate the influencer about the best in class science behind Tide & Downy. In addition, influencers were given a “first look” at the new Tide and Downy products that would hit shelves in July.
